When was the last time you did something for the first time? This is the question Ray-Ban fans were entertained with last Tuesday, when challenged to be bold and step out of their comfort zone.
In this summer’s #ITTAKESCOURAGE campaign, the legendary sunglasses brand is calling out to its followers to be the best version of themselves, by trying new things and doing something they wouldn’t normally do – such as going on a blind date with a total stranger. 

To encourage people to open their hearts, Ray-Ban exclusively built a Blind Date Booth as part of a social experiment. The booth, first set up at the Isle of MTV concert on Tuesday, provides a space where two complete strangers meet for the first time. 

“At concerts, we tend to stay with our group and don’t open ourselves up as much to meeting new people. To change that, we set up a Blind Date Booth and asked people to be courageous and Open Their Heart to new friendships and relationships,” said Helena Tua, Marketing Manager at Class Company who represents Ray-Ban Malta.

Inside the booth, the two strangers took up a series of challenges in front of an automated selfie camera, such as “act silly”, “jump”. The photos were uploaded automatically onto their social media and a few days after the event the most daring participants were given a pair of Ray-Ban sunglasses. 

Standing beside the booth was a Henna Tattoo wall with two holes, through which, those daring enough to take a leap in the dark, could place their hand, and have a surprise henna tattoo painted on it by artists Vojkan and Ellen and in return left with a vibrant pair of Ray-Ban Wayfarers. 

“We are encouraging fans to stand out from the crowd and to push themselves, rather than just keeping up with others. It’s everything that Ray-Ban embraces as a brand and it’s definitely something we can do in our lives as well!” said Ms Tua. 

The Isle of MTV concert this year saw Grammy award-winner Jess Glynne, Clean Bandit, Steve Aoki and Wiz Khalifa on stage and was held on Tuesday June 28th at the Floriana Granaries.
The #ITTAKESCOURAGE campaign also lives on social media and Ray-Ban.com, where fans can join in the community of daring individuals.

Ray-Ban is brought to Malta thanks to its exclusive retailers, Class Optical.

The Blind Date Booth will next be set up at Sunscape Festival in July and Creamfields in August.
For more information, visit www.ray-ban.com. 

Monique Chambers

Monique started indulge in 2011 and has since created Indulge Me GIFT and Indulge Me FOOD and volume 1 of The Artists Directory - Malta. A marketing professional by trade, Monique's passion is to promote local talent and Malta in general. Free time is her biggest indulgence, when she can tinker in her craft room or the kitchen, or be selfish with a book, the sofa and good glass of wine (of course, wearing something beautiful and with freshly coiffed hair!)

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